Online businesses are becoming increasingly popular, and many small business owners are building websites for their businesses that are always in need of fresh content. However, since most of these businesses operate on a limited budget, most owners prefer to write their own content, as opposed to hiring a professional writer. While this is a good idea, some people are not very keen on the content they write for their websites, and this results in poorly written and delivered content that repels the readers instead of attracting them. The good news is; small business owners can be able to create great content for their websites that will attract the readers through a writing technique referred to as web copywriting.
What is web copywriting?
Copywriting is a writing technique that is designed for creating promotional or advertising materials, and it is used in writing content for brochures, emails, newsletters, advertisements, catalogs, billboards, and websites. Web copywriting is thus the creation of web content that can help to promote an online brand by attracting visitors to your website and persuading them to take the intended action.
Obviously, such tweets make you click:
— Jose Javier Garde (@jose_garde) March 22, 2016
Differences between regular writing and copywriting
When looking to differentiate between regular writing and web writing, there is one important factor you should consider – the readers. In regular writing, the readers are more focused, have the time to read the print material (such as newspaper and magazine), and are likely to read all of the content. However, in web writing, the readers are usually in a hurry and rarely have the time to read through a large block of text. As a result, most web readers just skim through the content, looking only for the most important information.
Due to the differences in the type of the readers involved, web copywriting is very distinct from regular writing. While regular writing is longer and more detailed, web writing tends to be brief and to the point, so as to keep the readers engaged. In addition, web writing uses a friendly tone that helps to build the reader’s trust and keep them compelled through the entire content, as opposed to regular writing, which is usually written in a more formal tone.
Importance of good copywriting
Despite the fact that most people never consider its importance, copywriting is a vital aspect of any business with an online presence. Below is a look at some of the benefits that good copywriting can offer your business:
- It helps to create a professional image for your online brand – copywriting helps to create high quality content for your website, which provides value to the reader and helps to create and maintain a professional image for your online brand.
- It attracts readers and helps to keep them engaged – web copywriting focuses on writing for the audience, which creates appealing content that attracts the readers and keeps them engaged to the end.
- It persuades the reader to take action – the main objective of copywriting is to create interesting and high quality content for your website, which will persuade the reader to take the intended action, for example, subscribe to a newsletter, sign up, or make a purchase.
Tips on how to write an effective web copy
Let’s watch this video to have an overview of what constitutes a good web copy:
Writing an effective web copy for your website is not an easy task, and it is possible to face some difficulties even if you are an experienced writer. To help make the process easier, below are top 5 top keys to writing for the web, which can help you create a compelling copy for your website.
- Write for your audience
The first step to writing an effective web copy is to write for the readers – and not yourself. To achieve this, you should familiarize yourself with the target audience so that you know their likes and dislikes. This will help to ensure that you only include information that will be important and interesting to your readers.
- Be concise
As already mentioned, most web readers just skim through the content looking only for the important information. Therefore, you should ensure that your content is brief and to the point, so as not to bore your readers. This means including only the important information, and cutting the fluff and anything else that might not be useful to the readers.
- Write clear and simple copy
In addition to skimming, most web readers easily get bored while reading online content. To keep them engaged, you should ensure that your content is clear and very easy to understand. Therefore, you should avoid using technical terms and instead write in familiar words, so that your content can be understood easily by anyone reading it.
- Write in a friendly voice
When readers visit your website, they expect to find personalized content that will provide them with solutions to their problems. To make this happen, you should ensure that you write in a friendly tone (preferably, a conversational one), which will appeal to the readers and help to build trust between you and them. You should also use an active voice (as opposed to passive), which will help you to capture the attention of the readers and gain their trust.
- Neatly arrange your content
The final step to writing an effective web copy is to ensure that your content is neatly arranged, such that a reader can find the important parts of your content without struggling. Arranging your content helps to appease readers who prefer scanning content instead of reading through it. You can achieve this by making good use of paragraphs, using headlines and sub-headlines, formatting your text, and using lists.
Web writing is an important aspect of your online brand, and it should be carried out with a lot of seriousness. When writing content for your online business, you should share high quality information with your readers, and deliver it in a manner that will make it compelling and persuasive. Therefore, you should make use of the above keys to writing for the web, to ensure that you create an effective web copy for your small business.